# Skills Overview

All 55 marketing skills organized by category. Each skill is a specialized workflow built on proven frameworks.

## Skill Categories

| Category | Skills | Purpose |
|----------|--------|---------|
| [Positioning](#positioning-skills) | 5 | Foundation, messaging, value props, brand voice |
| [Research](#research-skills) | 6 | ICP, customer research, competitive analysis, market sizing |
| [Content & Copy](#content--copy-skills) | 7 | Copywriting, editing, content strategy, case studies |
| [SEO & Discovery](#seo--discovery-skills) | 6 | SEO audit, AI search, programmatic SEO, schema |
| [CRO](#cro-skills) | 7 | Landing pages, signup flows, onboarding, pricing |
| [Outreach & Email](#outreach--email-skills) | 3 | Cold email, sequences, testimonials |
| [Paid Acquisition](#paid-acquisition-skills) | 3 | Paid ads, LinkedIn ads, creative |
| [Measurement](#measurement-skills) | 3 | Analytics, A/B testing, attribution |
| [GTM & Launch](#gtm--launch-skills) | 5 | Launch planning, GTM strategy, Product Hunt, PR |
| [Growth & Retention](#growth--retention-skills) | 6 | Referrals, free tools, churn, community, newsletter |
| [Sales & RevOps](#sales--revops-skills) | 3 | Sales enablement, pipeline, webinars |
| [Meta](#meta-skills) | 1 | 140+ marketing ideas |

---

## Positioning Skills

Foundation skills. Run these first.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **cm-context** | Create product-marketing context file | — | `.cm-context` file |
| **positioning** | Define market position | April Dunford (Obviously Awesome) | Positioning canvas |
| **messaging-framework** | Convert positioning to messages | Messaging house | Message pillars + proof points |
| **value-proposition** | Design value props per segment | Strategyzer Value Prop Canvas | Value prop canvas |
| **brand-voice** | Document brand voice | Voice attribute grid | Brand voice guide |

**When to use:** Start of every new product or market entry. Positioning should drive everything else.

**Read more:** [Positioning Skills Deep Dive](./positioning.md)

---

## Research Skills

Data collection and pattern identification.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **icp-research** | Develop Ideal Customer Profile | Firmographics + psychographics + behaviors | ICP document |
| **customer-research** | Synthesize interviews | Jobs-to-be-Done | Customer insights doc |
| **customer-interview** | Plan and run customer interviews | Interview guide framework | Interview guide + synthesis template |
| **competitive-analysis** | Map competitive landscape | Positioning matrix | Competitor map + white space |
| **market-sizing** | Calculate TAM/SAM/SOM | Top-down + bottom-up | Market size analysis |
| **marketing-psychology** | Apply persuasion principles | Cialdini + behavior design | Psychology-informed recommendations |

**When to use:** Before positioning. Research informs positioning.

**Read more:** [Research Skills Deep Dive](./research.md)

---

## Content & Copy Skills

Writing and content production.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **copywriting** | Write conversion copy | PAS, AIDA, Schwartz awareness levels | Page copy with headline options |
| **copy-editing** | Improve existing copy | Editing checklist | Edited copy + rationale |
| **content-strategy** | Plan content calendar | Pillar/cluster model | Editorial calendar |
| **case-study** | Write customer success stories | Before → Decision → After | Case study |
| **social-content** | Create social media posts | Platform-specific formats | LinkedIn posts, Twitter threads |
| **video-marketing** | Plan video content | Video script structure | Video script + distribution plan |
| **lead-magnets** | Design lead magnets | Lead magnet ideation | Ebook/template spec |

**When to use:** After positioning is clear. Copy should reflect positioning.

**Read more:** [Content & Copy Skills Deep Dive](./content-copy.md)

---

## SEO & Discovery Skills

Search engine and AI search optimization.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **seo-audit** | Audit technical + on-page SEO | SEO checklist | Prioritized SEO fixes |
| **ai-seo** | Optimize for AI search | ChatGPT/Perplexity citation optimization | AI-optimized content structure |
| **programmatic-seo** | Generate scaled SEO pages | Template + data strategy | Programmatic SEO plan |
| **site-architecture** | Design URL structure | IA for SEO | Site architecture + URL guidelines |
| **schema-markup** | Implement structured data | Schema.org | JSON-LD code |
| **competitor-alternatives** | Create comparison pages | Alternative/vs page strategy | Comparison page copy |

**When to use:** After site is live. SEO is ongoing.

**Read more:** [SEO Skills Deep Dive](./seo.md)

---

## CRO Skills

Conversion rate optimization across funnels.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **page-cro** | Audit landing pages | CRO heuristics | Audit findings + test ideas |
| **signup-flow-cro** | Optimize registration | Friction audit | Optimized signup flow |
| **onboarding-cro** | Optimize activation | Onboarding checklist | Activation flow |
| **form-cro** | Optimize forms | Form optimization principles | Optimized form design |
| **popup-cro** | Design high-converting popups | Popup strategy | Popup copy + trigger rules |
| **paywall-upgrade-cro** | Optimize upgrade prompts | Upgrade moment optimization | Upgrade flow |
| **pricing-strategy** | Design pricing & packaging | Pricing psychology + anchoring | Pricing tier recommendations |

**When to use:** After traffic is flowing. CRO scales existing traffic.

**Read more:** [CRO Skills Deep Dive](./cro.md)

---

## Outreach & Email Skills

Personalized outreach and email sequences.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **cold-email** | Write cold outreach | PAS (Problem-Agitate-Solution) | Cold email templates |
| **email-sequence** | Design automated flows | Sequence structure + timing | Email sequence |
| **testimonial-collection** | Gather social proof | Testimonial collection process | Collection templates + synthesis |

**When to use:** After positioning is clear. Outreach needs strong positioning.

**Read more:** [Outreach & Email Skills Deep Dive](./outreach-email.md)

---

## Paid Acquisition Skills

Paid advertising strategy and creative.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **paid-ads** | Plan paid campaigns | Campaign structure (Google/Meta) | Campaign plan |
| **linkedin-ads** | Design LinkedIn campaigns | LinkedIn-specific targeting + creative | LinkedIn campaign structure |
| **ad-creative** | Write ad copy | Creative brief format | Ad variations + creative concepts |

**When to use:** After product-market fit. Paid scales what's working organically.

**Read more:** [Paid & GTM Skills Deep Dive](./paid-gtm.md)

---

## Measurement Skills

Analytics, testing, and attribution.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **analytics-tracking** | Set up event tracking | Event taxonomy (GA4/Mixpanel) | Tracking implementation plan |
| **ab-test-setup** | Design experiments | Hypothesis → sample size → analysis | A/B test plan |
| **attribution-modeling** | Understand channel contribution | Attribution models comparison | Attribution model recommendation |

**When to use:** Before launch (set up tracking) and ongoing (run tests).

**Read more:** [Measurement Skills Deep Dive](./measurement.md)

---

## GTM & Launch Skills

Go-to-market strategy and launch execution.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **launch-strategy** | Plan product launches | Launch timeline + checklist | Launch plan |
| **gtm-strategy** | Design go-to-market motion | PLG vs. sales-led | GTM strategy doc |
| **channel-strategy** | Prioritize marketing channels | Channel ranking matrix | Channel plan |
| **product-hunt-launch** | Plan Product Hunt launch | PH launch playbook | PH submission + hunter outreach |
| **press-pr** | Get media coverage | Press kit + journalist targeting | Press kit + pitch angles |

**When to use:** 4-8 weeks before launch.

**Read more:** [Paid & GTM Skills Deep Dive](./paid-gtm.md)

---

## Growth & Retention Skills

User acquisition and churn reduction.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **referral-program** | Design referral programs | Referral mechanics + copy | Referral program spec |
| **free-tool-strategy** | Create lead-gen tools | Free tool ideation | Free tool spec + promotion plan |
| **churn-prevention** | Reduce customer churn | Churn signals + intervention | Churn prevention playbook |
| **partnership-marketing** | Leverage partnerships | Partner identification + outreach | Partnership plan |
| **community-strategy** | Build online communities | Community launch + growth | Community strategy |
| **newsletter-growth** | Grow email newsletters | Newsletter growth tactics | Newsletter strategy + growth playbook |

**When to use:** After product-market fit.

**Read more:** [Growth & Retention Skills Deep Dive](./growth-retention.md)

---

## Sales & RevOps Skills

Sales enablement and revenue operations.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **sales-enablement** | Create sales collateral | Pitch deck + battle cards | Sales enablement kit |
| **revops** | Design revenue operations | Lead lifecycle + CRM setup | RevOps playbook |
| **webinar-strategy** | Plan webinars | Webinar funnel + follow-up | Webinar plan |

**When to use:** Sales-led GTM motion.

**Read more:** [Sales & RevOps Skills Deep Dive](./sales-revops.md)

---

## Meta Skills

Strategic planning and ideation.

| Skill | Purpose | Framework | Output |
|-------|---------|-----------|--------|
| **marketing-ideas** | 140+ SaaS marketing tactics | ICE prioritization | Prioritized marketing roadmap |

**When to use:** Strategic planning, quarterly roadmapping.

---

## The Compound Chain

Skills build on each other. Recommended order for new product launches:

```
1. cm-context → Product-marketing context file
2. icp-research → Ideal customer profile
3. competitive-analysis → Competitive landscape
4. positioning → Market position
5. messaging-framework → Message pillars
6. value-proposition → Value props per segment
7. copywriting → Homepage + pricing page
8. seo-audit → SEO foundation
9. launch-strategy → Launch plan
10. email-sequence → Activation emails
```

**Why this order matters:**

- Research informs positioning
- Positioning informs messaging
- Messaging informs copy
- Copy informs outreach
- Everything compounds

## Recommended Run Order by Goal

### New Product Launch

```
/cm:research → /cm:position → copywriting → /cm:launch
```

### Improve Conversion Rates

```
page-cro → signup-flow-cro → onboarding-cro → ab-test-setup
```

### Build Content Engine

```
seo-research → content-strategy → copywriting → social-content
```

### Sales-Led GTM

```
/cm:position → sales-enablement → cold-email → revops
```

## How to Read Skill Output

Every skill outputs to `deliverables/[skill-name].md`.

**Typical structure:**

1. **Executive Summary** — TL;DR of findings/recommendations
2. **Framework Used** — What methodology guided the work
3. **Analysis/Process** — Step-by-step work
4. **Output/Deliverable** — The actual asset (copy, plan, doc)
5. **Next Steps** — What to do with this deliverable
6. **Related Skills** — What to run next

**Quality bar:**

- Specific (not generic)
- Actionable (clear next steps)
- Evidence-based (cites research, data, or framework)
- No AI slop (no "comprehensive", "seamless", "robust")

## Skill Deep Dives

For detailed framework explanations and real examples:

- [Positioning Skills](./positioning.md) — April Dunford framework, messaging house, value props
- [Research Skills](./research.md) — ICP development, JTBD, competitive analysis
- [Content & Copy Skills](./content-copy.md) — Conversion copywriting, Schwartz awareness levels
- [SEO Skills](./seo.md) — Technical SEO, AI search optimization
- [CRO Skills](./cro.md) — Landing page optimization, signup flow, pricing
- [Outreach & Email Skills](./outreach-email.md) — Cold email frameworks, sequences
- [Paid & GTM Skills](./paid-gtm.md) — Paid ads, LinkedIn, Product Hunt, press
- [Growth & Retention Skills](./growth-retention.md) — Referrals, churn prevention, community
- [Measurement Skills](./measurement.md) — Analytics, A/B testing, attribution
- [Sales & RevOps Skills](./sales-revops.md) — Sales enablement, pipeline, webinars

## Next Steps

- [Getting Started](../getting-started.md) — Install and run your first skill
- [Commands](../commands/README.md) — Workflow automation
- [Configuration](../configuration.md) — Full `.cm-context` reference